Isobar Weekly Inspiration: Issue 9

Shady Wi-Fi on the beach helps prevent skin cancer


Happiness Brussels, together with the Peruvian League Against Cancer has set up the first, innovative Shadow Wi-Fi System, on Playa Agua Dulce in Peru. Skin cancer is the fastest growing form of cancer. It is therefore essential to educate people on the dangers of the sun and Shadow Wi-Fi System does just that.

A large blue structure lures beach-goers out of the sun with the promise of Wi-Fi: the network is free but it is only available in the shade, providing users with a much needed break from the sun’s potentially harmful rays and educating them about the dangers of skin cancer.

The system consists of a directional antenna and a sensor, mounted on a rotational device: as the sun moves and the system’s shadow shifts, so does the network. Before users can access the Wi-Fi, they are taken to a landing page which contains educational reminders about the dangers of skin cancer and over exposure to the sun. Users must then complete a registration, prompting an email containing more information — such as the fact that 12pm-4pm are the most harmful hours of the day.

Soon, the shady Wi-Fi will also be available in San Francisco and New Zealand.


You can find out more about the shady Wi-Fi here.


Save an animal with #EndangeredEmojis


#EndangeredEmoji is a campaign from WWF which enables people to donate money, and help save 17 endangered species, by tweeting an emoji.

Many people don’t realise that many of the animal emojis they use every day are actually endangered animals risking extinction. In order to raise awareness for these species, the World Wildlife Fund has launched the #EndangeredEmoji campaign.

It’s simple for people to get involved: by retweeting one of WWF’s messages and using one of the emojis you will then be given the option to donate EUR 0.10/GBP 0.10 to the cause.

There is also a campaign website which encourages people to find out more about these endangered creatures.


You can read more about the campaign here.


Pedigree and Google launch Digital missing pet posters get sent to every smartphone in the area


Pedigree Found, recently launched in New Zealand, is an app which uses Google’s ad network to spread the word about missing dogs.

Users begin by downloading the app and registering their dog to the network. They can upload pictures and list any identifying features. Then, if the dog goes missing, they simply post a missing ad, which sends out an alert to anyone who is online in the area for free.

The app helps the user get plenty of people looking out for their dog in real-time, and anyone who spots the missing animal can alert the owner immediately as to their whereabouts. There is also a local search function, so if a Pedigree Found user spots an overly-independent looking dog they can search recent posts to see if it has been listed.

Watch the campaign launch video here.


Key Observations

Awareness campaigns and education around sunscreen have all played a part in the battle against skin cancer.  What makes the shady wifi idea different from all the rest is that it is based on a very powerful consumer insight: informing people of the dangers of too much sun can only influence their behaviour so much. Giving the hyper-connected individuals of today an incentive by way of free Wi-Fi is designed to give them another reason to play things safe in terms of exposure to the sun’s rays.

WWF isn’t the first not for profit to use social media as a way of raising awareness and ultimately driving donations. For instance, many charities are already using Charitweet. However WWF have taken this existing behaviour one step further by making it more visual for participants and more relatable to their day to day lives.

The fear of losing your dog is universal to all dog owners. Hence, why not use smartphones (also universal) for a common good? Pedigree Found basically uses smartphones as the key to finding lost dogs by outrunning them with digital ads. It’s a brilliant use of technology (devices & Google Ads) for a collective good.

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